Online Graduate Program Marketing
2023 - Current
Graduate Programs Marketing Strategy Overview
The goal was to be more strategic in our ad campaigns and work closer with our agency partners.
Our programs priorities were changing.
Fresh ad creative every 6-9 weeks
A/B Testing, Copy, Creative, CTAs
Exploring new channels
Adjusting budgets per program
Geo-targeting
Reporting
Managed the 1st digital advertising campaign, which included gathering data analytics, identifying KPIs, and communicating reports to leadership including budget plans, demographics, copy, creative, web pages and user experience.
This resulted in a doubled online graduate enrollment rate to 24% that covered the campaign cost and losses in undergraduate enrollment.
GP Content Strategy
I outlined a plan for our webpages to be consistant and contain content that we could pull from in other areas of marketing.
Faculty spotlight
3-4 key differentiators
Statistics
1-3 quotes from students, alumni or partners
Then the expert would provide marketing copy for the program pages.
This led to leads for Q&A’s, Faculty for program over videos and statistics or cool bite sizes of information from each program that could help caputre attention.
Videos I help with coordinating, planning questions, outlines and interviewing.
Online program ad creative and photography
The first two years I designed all ad creative with some direction from the ad agency and then began working with a freelancer to get versions with motion graphics and fresh perspective. I still coordinated photoshoots and provided those assets as well as copy and feedback.,
This simple Q&A template was a solution to gather more stories that directly gave more information about our online programs from students without having to take up too much bandwidth from our team.
Alumni were really happy and eager to do it. We also encouraged them to reshare these stories on LinedIn in hope to reach some prospective students from their networks.
Alumni Q&A’s
Consisted of:
Creating a highlight on Instagram with links to each program.
Sharing on LinkedIn and Facebook where these are the most relevant
Tagging and notifying the alums that the story is posted and to please reshare to their networks.
Organic Social Media
This program campaign was a new program launch, I partnered with WVU Online and our marketing agency partner to turn tactics around within 4 weeks.
Create a live webpage with an application link
Coordinate ad creative and copy
Determine budget, channel and targeting plan
Organic Q&A story: Let's Talk Business: Master Marketing with AI with Annie Cui
We also tested a new LinkedIn ad option called Thought Leader Ads, positioning Annie as an expert to better reach her network in the field.
Ai in Marketing
